Leading mobile advertising measurement platform AppsFlyer is on the move again.
In a just released announcement, the company says it has raised $20 million in Series B funding (which makes $28 million to date) it will use to bolster its platform neutrality status, plus invest in a mobile advertising SaaS platform company execs believe necessary.
AppsFlyer is a leading mobile advertising measurement platform that enables app marketers, brands, and advertising agencies to optimize their marketing spend by measuring their campaigns across more than 800 integrated mobile ad networks, including on Facebook, Google, and Twitter.
“AppsFlyer’s NativeTrack technology provides app marketers, brands and agencies with unbiased, independent measurement of campaigns across more than 800 mobile ad networks and media sources,” noted a statement from the firm. “The company’s universal software development kit (SDK) has been installed over 4 billion times and can be found in 9 out of every 10 smartphone devices.”
How big a deal are the AppsFlyer offerings?
Currently, upwards of 4,000 advertisers employ AppsFlyer software to measure and analyze well over $1 billion in annual mobile ad spend. Stats show the firm tracked more than 2 billion app installations in 2014 alone.
“Our mission is to empower advertisers with unbiased information and to give them the marketing toolbox they need to conduct smarter, more effective mobile marketing,” said Oren Kaniel, AppsFlyer CEO and co-founder. “We have experienced tremendous growth since our launch in 2011, and we are thrilled with this investment from Fidelity because it will allow us to maintain our platform neutrality and to further develop the mobile advertising SaaS platform the industry is waiting for.”
In addition to a meaningful presence in the social media sphere, AppsFlyer also “provides direct integration to many of the leading third-party analytics, automation and delivery providers, including Mixpanel, Swrve, Game Analytics, deltaDNA and many others.”
This comes on the heels of the AppsFlyer introduction of OneLink late in 2014. The all-in-one solution is designed to help marketers simplify app marketing across platforms such as email, web, search, mobile, and all other paid media sources.